https://maureencooley.cargo.site maureencooley Sun, 17 Mar 2024 22:12:36 +0000 https://maureencooley.cargo.site en https://maureencooley.cargo.site/Freshpet-Nature-s-Fresh Sun, 12 Mar 2023 17:28:34 +0000 maureencooley https://maureencooley.cargo.site/Freshpet-Nature-s-Fresh Freshpet&nbsp; |&nbsp; Nature’s Fresh <img width="1928" height="1078" width_o="1928" height_o="1078" data-src="https://freight.cargo.site/t/original/i/ca286d82855b2643bed7ce402dc77bafd0b62b30f1d199691bb09fe94d789d0c/Screen-Shot-2023-03-12-at-2.14.30-PM.png" data-mid="171387827" border="0" src="https://freight.cargo.site/w/1000/i/ca286d82855b2643bed7ce402dc77bafd0b62b30f1d199691bb09fe94d789d0c/Screen-Shot-2023-03-12-at-2.14.30-PM.png" /> <img width="1904" height="1056" width_o="1904" height_o="1056" data-src="https://freight.cargo.site/t/original/i/5988b0450fe65a5881539918c9226680f9ffa9b5057cd3d09d3a540e4cbacef7/Screen-Shot-2023-03-12-at-2.25.48-PM.png" data-mid="171389079" border="0" src="https://freight.cargo.site/w/1000/i/5988b0450fe65a5881539918c9226680f9ffa9b5057cd3d09d3a540e4cbacef7/Screen-Shot-2023-03-12-at-2.25.48-PM.png" /> <img width="1920" height="1006" width_o="1920" height_o="1006" data-src="https://freight.cargo.site/t/original/i/68bfe0a7f0516a3e7ece36a69ebb610040eb72ec131a612f8807a658e636256d/Screen-Shot-2023-03-12-at-3.51.22-PM.png" data-mid="171394450" border="0" src="https://freight.cargo.site/w/1000/i/68bfe0a7f0516a3e7ece36a69ebb610040eb72ec131a612f8807a658e636256d/Screen-Shot-2023-03-12-at-3.51.22-PM.png" /> <img width="1500" height="2022" width_o="1500" height_o="2022" data-src="https://freight.cargo.site/t/original/i/f2a8b1b56651e9e0ecf2df63ec34fdb36e2e87a1d3ad9ce8f361d5145ac3ef62/NF-1.gif" data-mid="171389016" border="0" src="https://freight.cargo.site/w/1000/i/f2a8b1b56651e9e0ecf2df63ec34fdb36e2e87a1d3ad9ce8f361d5145ac3ef62/NF-1.gif" /> <img width="2000" height="2999" width_o="2000" height_o="2999" data-src="https://freight.cargo.site/t/original/i/908112fa379f993415c52fcf92e96414447c5ca12d17eeaa1f828388265d6f54/Natures-fresh-dog.gif" data-mid="171390106" border="0" src="https://freight.cargo.site/w/1000/i/908112fa379f993415c52fcf92e96414447c5ca12d17eeaa1f828388265d6f54/Natures-fresh-dog.gif" /> At Freshpet, we kicked off a refresh for the sub brand Nature’s Fresh in late 2021 and launched a new look and feel in the summer of 2022. Knowing that our target audience for this particular brand was heavily into sustainability, we used this insight to drive the visuals for the website, video creative, and photoshoot that our creative team brought together to visually represent Nature’s Fresh for a modern audience.&nbsp; Our Freshpet packaging team led the visual direction with Farm Design and from there we used this treatment to inspire our additional creative work for other brand equity that needed an update.&nbsp; We wanted to cast a wide net for paid media and worked with Harter creative and Quickframe (MNTN) to bring to life a story that would target 3 very different audiences within our target audience but feel like a collective story. We developed 3 different vignettes that would tell a sustainable story for each audience on social, and on our site, so that people would gravitate toward seeing the story that fit their lifestyle.&nbsp; For photography we really wanted to take Freshpet to a new visual level, and help to separate this brand visually from the other sub brands at Freshpet. We worked with Lindsey Swedick and Julie Dumas Rose to bring this to life. We were able to create really beautiful moments that would appeal to both dog owners on social and people who love food.&nbsp; Team Members: Associate Creative Director; Maureen Cooley (me)Art Director; Katie Hanifin Video:Video; Harter Creative Video Agency; Quickframe (MNTN) Photo: Photographer: Lindsey Swedick&nbsp; Stylist: Julie Rose Dumas Food Stylist: Hadas Smirnoff&nbsp; Photo Assistant: Joanne Li https://maureencooley.cargo.site/Freshpet-Website-Refresh Sat, 16 Mar 2024 14:34:30 +0000 maureencooley https://maureencooley.cargo.site/Freshpet-Website-Refresh Freshpet&nbsp; |&nbsp; Website Refresh The internet is an ever changing place, so when my team was briefed on updating our owned site freshpet.com I jumped at the chance to lead the project. We spent 3 months in production, 3 months in development, 1 month in QA and launched in August of 2023, one of the most compressed timelines for a project of this size i’ve ever worked with.&nbsp;It was a massive undertaking, we developed a brand new design system from the ground up to be mobile first, picked a completely new CMS, we needed to redo all of our photo and video assets to live into our new visual style, we needed to reframe our tone of voice for the future, and most importantly, we really needed to elevate the brand.&nbsp; &nbsp; <img width="1920" height="5000" width_o="1920" height_o="5000" data-src="https://freight.cargo.site/t/original/i/57af764e193cecbade01d82942aecb7dce5b436f0bac0db7ef0babfb646db7b5/visual-style-update---website-page-1.png" data-mid="206984462" border="0" src="https://freight.cargo.site/w/1000/i/57af764e193cecbade01d82942aecb7dce5b436f0bac0db7ef0babfb646db7b5/visual-style-update---website-page-1.png" /> This website update translated into increased engagement with average time spent on-site growing 250%, empowering Freshpet to amplify their marketing efforts and hit our household growth numbers for 2023. Our bounce rate went from 44% to 31%. From a sales POV, Net sales increased 29.9% to $215.4 million for the fourth quarter of 2023 compared to $165.8 million for the fourth quarter of 2022. Team Members: Associate Creative Director; Maureen Cooley (me)Art Director; Katie Hanifin UX Lead; Josh Ezrick Copywriter:&nbsp;Hayley Elisabeth Kaufman Development partners: Digital Surgeons Food rendering art: Renderfolk Studio Photography: Photographer: Lindsey Swedick&nbsp; Stylist: Julie Rose Dumas Food Stylist: Hadas Smirnoff&nbsp; Photo Assistant: Joanne Li Lifestyle &amp; Ingredients Photography:Photographer: Rachel VanniStylist: Sophie StrangioFood Stylist: Caitlin Haught BrownPhoto Assistant: Michael Carnevale https://maureencooley.cargo.site/Freshpet-St-Hubert-s-Holiday Sat, 16 Mar 2024 14:58:21 +0000 maureencooley https://maureencooley.cargo.site/Freshpet-St-Hubert-s-Holiday Freshpet&nbsp; |&nbsp; St. Hubert’s Holiday In 2022, Freshpet had cut Q4 media budget but we needed something in market to keep our brand relevant over the holiday season. I pitched a give back program that was social first, with our partners at St. Hubert’s Animal Welfare Center to help their long stay pets to get adopted and it was approved!&nbsp; We partnered with Rachel Vanni our go to brand photographer to bring this concept to life. We picked 10-15 dogs and cats to be featured in a glam and groom day and then have their holiday photo taken in hopes these images would help them get adopted quickly. It did so well that we brought it back in 2023. This is by far one of the most fufilling projects that I’ve had the priviledge of leading. Team Members: Associate Creative Director; Maureen Cooley (me)Art Director; Katie Hanifin Project Manager: Kylie Quinn Photographer: Rachel Vanni Stylist: Andrea Greco Food Stylist &amp; Props: Caitlin Haught Brown Photo Assistant: Michael Carnevale Videographer: Jason Wood https://maureencooley.cargo.site/Freshpet-it-s-not-dog-food-it-s-food-food Sun, 17 Mar 2024 22:12:36 +0000 maureencooley https://maureencooley.cargo.site/Freshpet-it-s-not-dog-food-it-s-food-food Freshpet&nbsp; |&nbsp; it’s not dog food, it’s food food. In 2022, we completely recalibrated how we approached TV advertising with our creative agency Terri &amp; Sandy. Historically TV had always been a 1 lane communication plan for Freshpet, we started a new strategy kick off to consider a new approach to expand out target audience. We landed on “it’s not dog food, it’s food food.” This became our new 360 communication tagline to ladder all of our creative up to. In our world today, most people don’t feed pets as an equal, how can we change that?&nbsp;Our insight was to treat your pet like an equal. We needed to elevate the product truth that Freshpet delivers all of the benefits that fresh human food does, and its how we can show love to our pets. We created a campaign to celebrate pet parents who live that life unapologetically. Pet parents across America loved it, and we started getting comments across platforms that many people had been in these same situations. As part of this campaign we created a memorable Freshpet branded visual at the end of each story. We call this the “ritual” which shows the product in a highly ASMR setting so that the consistent audio and food scenes will become a tie across each of the TV spots, and also engage the dogs in the room will know these sounds in their own kitchens. https://maureencooley.cargo.site/Freshpet-Duck-Food Sun, 12 Mar 2023 19:23:30 +0000 maureencooley https://maureencooley.cargo.site/Freshpet-Duck-Food Freshpet&nbsp; |&nbsp; Duck food Knowing that April Fools is a great holiday for brands to participate in on social media, I inspired our Freshpet team to join in on the fun in 2022. We worked with Quickframe (MNTN) to bring to life our vision for if we were to launch fresh food for ducks. &nbsp; Team Members: Associate Creative Director; Maureen Cooley&nbsp;Art Director; Katie Hanifin https://maureencooley.cargo.site/susymoveback Fri, 15 Mar 2024 00:57:21 +0000 maureencooley https://maureencooley.cargo.site/susymoveback #susymoveback <img width="1238" height="1584" width_o="1238" height_o="1584" data-src="https://freight.cargo.site/t/original/i/cadf7970c0470d5f8bc1c3ac20a89d08f70b1b97432b85d11d279f115d931dae/Screenshot-2024-03-14-at-9.08.19PM.png" data-mid="206821294" border="0" src="https://freight.cargo.site/w/1000/i/cadf7970c0470d5f8bc1c3ac20a89d08f70b1b97432b85d11d279f115d931dae/Screenshot-2024-03-14-at-9.08.19PM.png" /> <img width="1236" height="1586" width_o="1236" height_o="1586" data-src="https://freight.cargo.site/t/original/i/21b57cc74be04deebb7bdc426ab2c8aa81acc95f31f447be7e07cfb1d1e53c59/Screenshot-2024-03-14-at-9.07.43PM.png" data-mid="206821377" border="0" data-scale="57" src="https://freight.cargo.site/w/1000/i/21b57cc74be04deebb7bdc426ab2c8aa81acc95f31f447be7e07cfb1d1e53c59/Screenshot-2024-03-14-at-9.07.43PM.png" /> <img width="1238" height="1584" width_o="1238" height_o="1584" data-src="https://freight.cargo.site/t/original/i/2db410c5279cbbb054149ad15368ffb4fb9714d01ee6f1a03e352f686d4a8bdf/Susy-twitterquotes.png" data-mid="206821434" border="0" data-scale="76" src="https://freight.cargo.site/w/1000/i/2db410c5279cbbb054149ad15368ffb4fb9714d01ee6f1a03e352f686d4a8bdf/Susy-twitterquotes.png" /> The pandemic sucked. All my friends were leaving New York, trying on new lives, having babies. blah blah blah. One of my besties Susy decided she wasn’t sure where to go and dropped a “where should I live” into the group chat. So, I decided to take this issue into my own hands and ask the people of New York for help with some guerilla marketing. I pasted about 50 posters all over the city and waited to see what came in. We received about ~15 comments back from the public. All in all, it wasn’t a success in a true sense, Susy picked Austin, but it was definitely fun, she enjoyed it. https://maureencooley.cargo.site/Rhythm-Energy Wed, 19 Jan 2022 02:51:45 +0000 maureencooley https://maureencooley.cargo.site/Rhythm-Energy Rhythm Energy When I joined Rhythm, they needed some help finding their way for the website, and brand launch in Texas that was due to happen in 4 short months. Working with the magical creative agency Mojo Supermarket we landed on "The hard to spell, easy to use energy company" and the rest is history. Team: Creative Agency; Mojo Supermarket TV Spot Directors; Director Brothers Associate Creative Director; Maureen Cooley Senior Designer; Melissa Saylors https://maureencooley.cargo.site/Nectar-April-Fools Sun, 14 Jul 2019 12:28:03 +0000 maureencooley https://maureencooley.cargo.site/Nectar-April-Fools Nectar Sleep&nbsp; |&nbsp; April Fools In Early 2019, our team began to develop a defined brand positioning for Nectar. We solidified a tone of voice that would fully separate it among competitors, as well as within the Resident house of brands. We saw April Fools as a great opportunity to begin to live into this new positioning, and also join the cultural conversation on April Fools Day.&nbsp; As the Creative Strategy Lead, I kicked off the project and brief with an internal brainstorm and we landed on the idea “What if we put honey inside the mattress”. We developed a 360 campaign including Youtube, social paid + organic, email, and a robust landing page. The campaign was extremly successful and performed beyond all internal goals, also driving revenue of over 30K for a one day campaign, driving over 400,000+ engagements.&nbsp; Team Members: Lead Designer; Anna Han Junior Designer; Hector Alvarez Copywriter;&nbsp;Katrin Frick&nbsp; Video Lead; Chris Jones Visual Director; Nico Chavez Animation Lead;&nbsp;Jonathan Reynolds Social Media; Susy Salcedo Email Marketing; Jen Lee https://maureencooley.cargo.site/Nectar-Holiday-Campaign Sun, 14 Jul 2019 13:11:04 +0000 maureencooley https://maureencooley.cargo.site/Nectar-Holiday-Campaign Nectar Sleep&nbsp; |&nbsp; Make It Count For the Holiday Nectar campaign we partnered with Quickframe a video agency to help souce talent for video production. Going into the holiday time period, we needed this campaign to use fun videos to drive sales during a typically slower time period.&nbsp; We partnered with Harter Creative to develop over 200 unique video cuts pulled from 2 awesome hero videos. The idea was centered around tapping into the seasonal conversations to creatively tell the story of a seasonal nap the Nectar way. This campaign was developed to begin during Black friday and cyber monday, and keep the consumer engaged over the next month with seasonal relevance tieing into Thanksgiving, to Holiday Parties, and to New Years Eve. Almost everyone can relate to sneaking a nap at grams house after a holiday feast. This campaign performed very well. We drove over 12k link clicks, and 300 purchases, and over 400k engagements on Facebook alone, also hitting our benchmark CPA goals for both social and display.&nbsp; https://maureencooley.cargo.site/QuadPay Fri, 24 Apr 2020 15:50:58 +0000 maureencooley https://maureencooley.cargo.site/QuadPay QuadPay <img width="390" height="684" width_o="390" height_o="684" data-src="https://freight.cargo.site/t/original/i/d56e161456964717fdd3e428659c84f15f6081c1a301921056daec64c429ea46/QuadPay-Valentines-V1.jpg" data-mid="68432114" border="0" src="https://freight.cargo.site/w/390/i/d56e161456964717fdd3e428659c84f15f6081c1a301921056daec64c429ea46/QuadPay-Valentines-V1.jpg" /> As part of a freelance project as Creative Lead at QuadPay in early 2020, I helped the growth team drive more qualified purchases and downloads of the QuadPay app. The brand was going through a rebrand but needed a fresh take on creative immediately. This was also an opportunity to freshen up the organic social creative and bring more brand consistency. One of the main missing pieces in the BNPL space is brand character. I saw this as an opportunity to ignite a bit of fun and humor into some of the social ads to help set QuadPay apart from the other brands. I also helped the team to develop new avenues of testing, such as travel, seasonal, and beauty.